Exploring the Usefulness of a Consumer Activity Index in the Sponsorship-Linked Marketing Context

International Journal of Sport Marketing and Sponsorship, Vol. 7, No. 3, pp. 115-124, 2009

25 Pages Posted: 9 Dec 2009

See all articles by Doan Nguyen

Doan Nguyen

University of Queensland - Business School

Czafrann Ali

University of Queensland - Business School

T. Bettina Cornwell

University of Queensland - Business School

Leonard Coote

University of Queensland - Business School

Date Written: December 5, 2009

Abstract

Despite the now well developed use of sponsorship-linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity index seeks to capture the consumer’s extended experience with sport (rugby) and considers the relationship of this overall experience to sponsorship-related outcomes of interest. Initial development of the index, based on a convenience sample of 108 people visiting a sports center, shows promise.

Keywords: Corporate sponsorship, Consumer behavior, Formative index, hedonic services, sports marketing, experiental marketing

Suggested Citation

Nguyen, Doan T. and Ali, Czafrann and Cornwell, T. Bettina and Coote, Leonard, Exploring the Usefulness of a Consumer Activity Index in the Sponsorship-Linked Marketing Context (December 5, 2009). International Journal of Sport Marketing and Sponsorship, Vol. 7, No. 3, pp. 115-124, 2009, Available at SSRN: https://ssrn.com/abstract=1519202 or http://dx.doi.org/10.2139/ssrn.1519202

Doan T. Nguyen (Contact Author)

University of Queensland - Business School ( email )

Brisbane, Queensland 4072
Australia

HOME PAGE: http://www.uq.edu.au/uqexperts/profile.php?staff_id=4187

Czafrann Ali

University of Queensland - Business School

Brisbane, Queensland 4072
Australia

T. Bettina Cornwell

University of Queensland - Business School

Brisbane, Queensland 4072
Australia

Leonard Coote

University of Queensland - Business School

Brisbane, Queensland 4072
Australia

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